{"id":301934,"date":"2022-11-09T15:00:34","date_gmt":"2022-11-09T15:00:34","guid":{"rendered":"https:\/\/integralads.com\/insider\/avoid-scoring-an-own-goal-with-your-fifa-world-cup-campaigns\/"},"modified":"2025-05-19T06:16:23","modified_gmt":"2025-05-19T06:16:23","slug":"avoid-scoring-an-own-goal-with-your-fifa-world-cup-campaigns","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/avoid-scoring-an-own-goal-with-your-fifa-world-cup-campaigns\/","title":{"rendered":"Avoid Scoring an Own Goal with your FIFA World Cup Campaigns"},"content":{"rendered":"\n<p>With the huge advances in contextual targeting technology, there\u2019s no real reason any advertiser should be relying solely on keywords in their campaigns. But we understand that letting go is sometimes difficult; and so if you must use keywords you have to be increasingly diligent in what you\u2019re including, both to ensure there are no missed opportunities, and to avoid discrimination.<\/p>\n\n\n\n<p>The FIFA World Cup 2023 is set to be one of the most complex advertising hotspots of recent years due to a number of factors:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Its proximity to Christmas. This year\u2019s World Cup final takes place the week before Christmas Day, and so there are lots of opportunities to make a real impact during the festive buying period.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Brand safety risks due to human rights records in Qatar.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>As we all know, digital is a fast growing industry and technology has taken leaps and bounds even since the last World Cup in 2018 meaning there are now more unique and targeted ways to ensure your brand is noticed and remembered.<\/li>\n<\/ul>\n\n\n\n<p>But, you don\u2019t want to be remembered for the wrong reasons, and so as this article promises, here are some keywords that you must avoid if you want only fond memories of the 2023 FIFA World Cup.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Qatar<\/strong> &#8211; there\u2019s plenty of positive news about communities coming together to support the <em>Qatar<\/em> World Cup. Not to mention the airline, of course.<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>Human Rights<\/strong> &#8211; a lot of <em>human rights<\/em> organisations post thought leadership and content that\u2019s completely safe for brands.<\/li>\n<\/ol>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>Shoot <\/strong>&nbsp;&#8211; he <em>shoots<\/em>, he scores? Doesn\u2019t sound so bad.<\/li>\n<\/ol>\n\n\n\n<ol start=\"4\" class=\"wp-block-list\">\n<li><strong>Attack<\/strong> &#8211; you can\u2019t very well get possession of the ball without some <em>attack<\/em>.<\/li>\n<\/ol>\n\n\n\n<ol start=\"5\" class=\"wp-block-list\">\n<li><strong>Injury<\/strong> &#8211; a bit of extra <em>injury<\/em> time is sometimes make or break.<\/li>\n<\/ol>\n\n\n\n<ol start=\"6\" class=\"wp-block-list\">\n<li><strong>Defence<\/strong> &#8211; A precise <em>defence<\/em> strategy can be the difference between winning and losing the cup!<\/li>\n<\/ol>\n\n\n\n<ol start=\"7\" class=\"wp-block-list\">\n<li><strong>Protest<\/strong> &#8211; One to watch out for all year round; the lady doth <em>protest<\/em><strong> <\/strong>too much, methinks.<\/li>\n<\/ol>\n\n\n\n<ol start=\"8\" class=\"wp-block-list\">\n<li><strong>LGBTQ+<\/strong> &#8211; Including this phrase or any similar ones in your keyword lists risks serious allegations of discrimination.<\/li>\n<\/ol>\n\n\n\n<ol start=\"9\" class=\"wp-block-list\">\n<li><strong>Alcohol<\/strong> &#8211; Not allowed in Qatar, but <em>alcohol<\/em> sales around the world will likely soar over the tournament.<\/li>\n<\/ol>\n\n\n\n<ol start=\"10\" class=\"wp-block-list\">\n<li><strong>&nbsp;Death<\/strong> &#8211;&nbsp; If your team ends up in the \u2018group of <em>death\u2019&nbsp; <\/em>keywords may be the least of your worries. But best avoid this one just in case.<\/li>\n<\/ol>\n\n\n\n<ol start=\"11\" class=\"wp-block-list\">\n<li>&nbsp;<strong>Russia<\/strong> &#8211; Inevitably during year&#8217;s FIFA World Cup there will be journalists making comparisons to previous years in places such as <em>Russia<\/em>.<\/li>\n<\/ol>\n\n\n\n<ol start=\"12\" class=\"wp-block-list\">\n<li>&nbsp;<strong>Middle East<\/strong> &#8211; It\u2019s just geography.<\/li>\n<\/ol>\n\n\n\n<p>If you want to see our full guidance for the FIFA World Cup in 2022, see our handy guide here.<\/p>\n\n\n\n<p>And don\u2019t forget to sign up to our <a href=\"http:\/\/ias.fantasizr.com\">FIFA World Cup 2022 sweepstake<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With the huge advances in contextual targeting technology, there\u2019s no real reason any advertiser should be relying solely on keywords in their campaigns. But we understand that letting go is sometimes difficult; and so if you must use keywords you&#8230;<\/p>\n","protected":false},"author":1,"featured_media":305785,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[290],"tags":[],"class_list":["post-301934","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Avoid Scoring an Own Goal with your FIFA World Cup Campaigns - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/avoid-scoring-an-own-goal-with-your-fifa-world-cup-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Avoid Scoring an Own Goal with your FIFA World Cup Campaigns\" \/>\n<meta property=\"og:description\" content=\"With the huge advances in contextual targeting technology, there\u2019s no real reason any advertiser should be relying solely on keywords in their campaigns. 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